A Webinar hosted by Digital Vidya and led by Abhishek Rai. How to approach digital marketing for brands. Complete recording here: http://www.digitalvidya.com/blog/webinar-recording-of-future-of-digital-marketing-brand-communities/

1. Abhishek Rai • 11 July 2014
The Future of Digital Marketing
New Media & Research Firm

2. So, What’s the Future
of Digital Marketing?
Image source: nadinetarotreiki.files.wordpress

3. ARTIFICIAL
INTELLIGENCE?
BIG DATA?
INTUITION?
Image source: images4.fanpop
Is it?

4. The Answer Comes from
Digging the
History of Web
Image source: blog.clicktale

5. No. Not your Browser History.
Image source: lolsnaps
#&@!$
Censored

6. Image source: blog.socialintent
Web 1.0 - Web 3.0

7. Online Ads
DIGITAL MARKETING
ALL ABOUT
EYE BALLS
Value of Users
Fixed Formula: More
Ads = More Revenue

8. •"DIGITAL"BOMBIMG,"Ads"("Display,"
Search,"Social,"Mobile)"
•"CAMPAIGNS"
•"CONTESTS"
•"TARGET:"50,000"more"likes"on"fan"page
A Typical Digital Marketer’s Agenda

9. Rented Audience &
Inconsistent Digital Marketing
WILL$LIKE$FOR$
CAMPAIGN$‘A’
WILL$LIKE$FOR$
CONTEST$‘B’
WILL$LIKE$FOR$
CAMPAIGN$‘F’

10. Situation: Scattered Presence
You$are$
here!
A"brand’s"typical"
online"presence
Image source: boingboing

11. Aftermath: An Unmanaged Community
Image source: easypreschoolcraft
Two$new$likes
Headcount*measures*
marketing*success
Data*goes*down*
the*drain

12. The Point of Stagnation in Growth
Growth
Time
1Mn Likes, 40K followers, 2L Impressions
Affinity?
Positioning?
Insights?
Loyalty & Advocacy?
Online Brand Community

13. A Digital Ecosystem Grows Weak with:
1. Scattered Presence
Success on one platform
v/s abandoned presence
on others
2. Disjointed Audience
Rented or Unwanted
3. Low Engagement
Driven solely by incentives
BLOG
Active: 2 hours ago
Active: 7 days ago
Active: 45 days ago
50% OFF
Prizes $$
PAY & GET

14. E.g Premium Car Brands on Digital
LET’S PLAY
SPOT THE
DIFFERENCE
We followed 3 Brands
for 3 months in 2012
No change in 2014

15. So I ask again, What’s the
Future of Digital Marketing?
When is the state of a Digital
Ecosystem not Weak?

16. A Healthy Digital Ecosystem is
a group of engaged audience in constant touch
with the brand and each other, which is also
an Online Brand Community

17. 2 Things
Build Brand Communities
Organise, manage and grow them

18. Examples

19. Examples

20. Examples: India

21. Examples

22. A strong community takes the brand
everywhere it goes. Not vice-versa.
Brand/Cause
Image source: freelists

23. Leveraging the Online Brand
Community for Business Strategy
BRAND PEOPLE
CONTENT PLATFORM
Step"I:"Plan"to"build"on"five"pillars
ENGAGEMENT
+ =

24. Structure

26. Structure

27. Brand’s(
ecosystem(online
Step"2:"Manage"all"aspects"of"the"community
PEOPLE
1
COMMON"IDENTITY PLATFORMS
2 3
CONVERSATIONS
4
ACTION
5
ANALYTICS

28. CUSTOMER)JOURNEY)
Case%Specific%Discovers%a%Story%
he%finds%useful%for%
his%road%trip%plan%
Browses%Products%
from%the%Story%
Reads%more%Travel%Stories%
at%discover.fabindia.com%
Shares%the%story%
with%his%network%
Purchases%a%
Product%
OR#
OR#
Shares%more%stories%
with%his%network%
Browses%Products%
from%the%Story%
OR#
E"commerce(
Trac+on(&(
Visibility(
#RoadTrip(Stories(from(Bali,(
Rajasthan(h?p://bit.ly/46739(
#Travel(#DiscoverFabindia(
Visits%the%plaAorm%
regularly%for%presents%
Travel%
Customer
Journey

29. Step"3:"Monitor"and"get"consumer"insights"
Analytics
Dec Jan Feb Mar Apr May
Dec Jan Feb Mar Apr May
1
2
Dec Jan Feb Mar Apr May
Consumer*engagement*
Gauge$consumer$
reaction$and$
adjust$tactics$in$
real$time
Trend*Mapping
Identify$new$
audience$segments$
based$on$patterns$
and$trends
4
Cross$platform$
analysis$in$one$
place$to$optimize$
media$mix
3
Track$brand’s$
reconnect$with$
consumers$and$
the$quality$of$
engagement
Consumer*engagement*across*
multiple*platforms

30. Process to Build an Online
Brand Community
Identify and Collect
Qualitative and
Quantitative Data
Build a Roadmap/
Strategy and Execute
Interpret and map for
actionable insights
Brand; Clear positioning
People; Target user/ customer
Common Identity; Emotional Connect
Conversations; Great content
Action; Conversions & participation

31. A Brand’s High-level Goals from
the Online Community
Build Brand—!
• Positioning: Choice of platforms/media
• Affinity: Ownership
• Loyalty: Support
• Advocacy: Word-of-mouth promotion

32. Plan and Implement—!
• Digital Strategy
• Campaigns
• Paid Media via ads
• Owned Media via Social
• Mobile Applications
How are these Goals met?

33. Quantity:!
• Number of fans, likes, comments
• Hits, impressions and search-ability
• Measure using different metrics for all
• List charts and keywords
What does Analytics Tell us?

34. Analytics:!
• Google analytics
• Facebook Insights
• Hootsuite/Sprout Social/Buffer
• Moz Analytics
• Salesforce and more…
How is the Success of
the Plan Measured?

35. Plain numbers tell an incomplete
story unless broken down and
compared with brand objectives
Data v/s Story

36. Platform FacebookBefore After
No. of Fans8K 10K
Evaluation
Source of Likes
5%
10%
85%
Facebook Ads
Newsletter Referral
Website
Likes v/s Unlikes
For every 5 likes, 3 Unlikes recorded
1200 unlikes in total Attrition rate
needs to be
reduced
Profiled New Fans. Sample Size: 100
8% are employees, 32% are contest hunters
Desired Audience
needs to be tapped
!
!
Data v/s Story
Analytics

38. Audience + Presence + Engagement
Standardise and Structure Data Across
Zoomedinpreview
Brand Community Framework: Our proprietary
method to audit and build brand communities
Our Method

39. Steps How-to
Audit!
Collect Relevant
Data
Checklists help in using
data from analytics for
contextual analysis
Assess!
Draw Actionable
Insights
Compare goals, objectives/
benchmarks with the actual
data
!
Find gaps and opportunities
Plan!
Digital Marketing
Strategy
Use insights to craft
concepts/messaging
!
Plan Campaigns / content or
Engagement strategy

40. For a demo of the tool
tweet @vbuildcommunity
Thank you for Joining the Session
Q&A